Media Innovation - Existing Channel
This award showcases those who have the insight and creativity to change the way a particular media channel is consumed.
Royal Caribbean's #ComeSeekLive is a first-of-its-kind interactive execution, combining the oldest advertising media, outdoor, with one of the newest and unique social platforms, Periscope. We created interactive live streams from the perspective of social media influencers onboard Royal Caribbean's newest ship and projected them in real time through digital billboards across New York City, letting our audience discover and participate in adventures they never expected from the brand. This contributed to business growth driving an unprecedented 19% lift in New York sailings among those who have never cruised.
- Brand: Royal Caribbean International
- Client: Royal Caribbean International
- Agency: MullenLowe Mediahub U.S.
By living the culture of our consumer, we hijacked a moment. We used non-traditional thinking to create a brand experience and significant buzz. Our work created an indelible connection between Under Armour and its most popular athlete, Stephen Curry.
- Brand: Under Armour
- Client: Under Armour
- Agency: Droga5
Releasing A Love Story that Sells Itself
After returning Extra to growth on the strength of one heartwarming ad, "Origami", there was still doubt about whether an emotional approach was viable for gum. Was it a one-hit-wonder, or the beginning of something more? It was a critical question for Wrigley, as Extra was its largest growth brand. We responded by creating a short film that quickly became one of 2016's most celebrated love stories.With this film at the heart of our communications, we more than quadrupled Extras growth rate, even as the category declined.
- Brand: Extra Gum
- Client: Mars/Wrigley
- Agency: Energy BBDO